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March 21, 2013
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News for business-to-business marketing professionals  |

  Top Story 
  • How a B2B brand can become a social media standout
    The first step to a B2B social media plan is setting overall marketing goals, John Lee writes in the first of a series analyzing successful B2B social campaigns. Don't retrofit an idea to suit social but let it flow organically from the concept. Remember to "think human" even in B2B social marketing. "How would an everyday user read your post and react? Keep it simple, keep it fun, and keep it clear -- those three things alone can be a powerful combination," Lee writes. ClickZ (3/20) LinkedInFacebookTwitterEmail this Story
How to Improve Conversions with Dynamic Content
In this free guide, see 7 simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way. Grab your copy to find out: How top brands like Netflix and Amazon use dynamic content. Get the guide
  Eye on Marketing 
  • Finding better leads with "firmographic" data
    Network security company Blue Coat harnessed the power of Big Data to capture "firmographic" details from its end users, according to this MarketingSherpa case study. The trick was to integrate data collected via forms with customer-relationship management software and a marketing automation program to build better lead profiles without the forms themselves becoming counter-productive. The data-driven campaign bolstered the contact database by 11% in less than a year, decreased lead rejection and increased marketing-qualified leads by 25%. MarketingSherpa (3/20) LinkedInFacebookTwitterEmail this Story
  • Design offline campaigns to lead paid search calls to action
    Think of paid search not as a substitute for above-the-line advertising, but as closing the loop between them, writes Ryan Sommer, summarizing advice from Starcom MediaVest Group's Chris Camacho. Align commercial messages with paid search headlines, then use paid search to carry the call to action, letting the offline communication resonate as a search term. When designing campaigns, think of copy in offline advertising that would make a good, memorable paid search term and optimize for search accordingly, Sommer writes. (3/20) LinkedInFacebookTwitterEmail this Story
The Six-Second Ad Experience
New research from the FreeWheel Council on the impact of ad length and placement within premium video. Understand the way shorter ads can have positive impact on engagement, brand attitudes and purchase intent. Spoiler: they are best used as a complement to longer ad formats in the same campaign. Download the report!
  Tech Edge 
  • Klout launches dashboard for business users
    Klout, the online-influence tracking service, has launched Klout for Business, an enterprise-focused dashboard aiming to make it easier for brands to incorporate Klout's data into their online outreach. "Klout for Business, for the time being, is just a fancy title for a free product that gives brands a set of analytics that identifies influential folks who discuss their products or services on social media services," explains Jennifer Van Grove. CNET (3/20) LinkedInFacebookTwitterEmail this Story
  • The road to ruin on Pinterest
    Don't jump into marketing with Pinterest without thinking about what sets it apart, Minda Zetlin writes in summarizing tips from Collective Bias' Debba Haupert. Boring, overly corporate, graphically uninteresting and strategically lacking content won't get a company anywhere, Zetlin writes. Don't be tempted to turn the Pinterest project over to hip youths who don't really get the brand, and keep your target in mind when deciding what to pin, she writes. Inc. online (free registration) (3/20) LinkedInFacebookTwitterEmail this Story
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  • Do your employees need "Get Out of Jail, Free" cards?
    To persuade the 9,000 employees at Extended Stay America to start taking risks, CEO Jim Donald issued all of them a Monopoly-style "Get Out of Jail, Free" card. Anyone who took a big risk on the company's behalf could cash in their card to avoid repercussions if things went wrong, he explained. That's spurred many managers to try out ideas -- some good, some bad -- and to generate business along the way. The Wall Street Journal (3/20) LinkedInFacebookTwitterEmail this Story
  • Make "mistakes and failures" your watchwords
    Good innovators need just two words -- "mistakes" and "failures," writes Howard A. Tullman. It's important to allow people to make mistakes, and to seek to understand how failures can eventually lead to successes. "Understanding and discussing these two ideas correctly in every conversation about innovation is crucial to your focus, clarity and momentum," Tullman writes. Inc. online (free registration) (3/19) LinkedInFacebookTwitterEmail this Story
Be ablaze with new ideas & concepts! Attend BMA 2013 annual conference BLAZE, May 29-31 in Chicago.
  Association News 
  • BMA Southern California Chapter -- End-to-End Marketing Part 1: The death of creativity?
    There's a trend roaming the marketing landscape. The acquisition spree that started as smoke signals in the mid-2000s with Experian's purchase of CheetahMail and Email Solutions, has heated into a raging fire: Experian acquired Techlightenment and Virid; IBM purchased UNICA, Sterling Commerce and Coremetrics; Oracle acquired Eloqua, Market2Lead and Vitrue; expanded with Buddy Media; Adobe bought Omniture; and let's not forget the continued rise of strong independents like Responsys, Marketo, ExactTarget and many more. Clearly these companies see an irresistible opportunity. Where IT in the previous e-business cycle was all about automating back-office processes, the maturation of cloud computing, the continual eclipse of PCs in favor of mobile and tablet devices, and the explosion of social media and Big Data all seem to lead to a unifying thought: the application of technology and repeatable models to transform traditionally "creative" and manual front-office processes like Marketing. The concern is that with the long-overdue headlong rush of applying these technologies to improve the "the science of marketing," we may be forgetting the core creative nature of marketing. This creativity is critical because we're dealing with people. Read more. LinkedInFacebookTwitterEmail this Story
  • Commemorative book: BMA 90th Anniversary
    "The Business Marketing Association: 90 Years of Inspiring B2B Marketers" tells the story of how the specialty of business-to-business marketing came to be and how it has evolved over nine decades. Enhanced by full-color captioned images, the coffee-table style book includes a brief overview of the different eras of the BMA legacy and looks toward the future of the association and the profession. Read more details and order the book. LinkedInFacebookTwitterEmail this Story
Learn more about BMA ->Home  |  About BMA  |  Chapters  |  Events  |  Join BMA  |  Resources

  Sponsored Poll 
  • Do you think that individual Web-browsing histories are reliable sources of marketing data for your company?
They are very reliable -- we would not be opposed to basing our whole marketing strategy around Web-browsing histories
We can work with them -- browsing histories have lots of indicators there if you know where to look
They're not worthless -- but we wouldn't over-rely on such data
No -- browsing histories are often irrelevant, complicated or misleading

A community is like a ship; everyone ought to be prepared to take the helm."
--Henrik Ibsen,
Norwegian playwright

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